Marketing Examined - 🔍 Create A Landing Page That Converts

Happy Thursday, friend.

Can you do me a quick favor and reply “yes” if this email hits your inbox?

Trying to figure something out and you doing that would help immensely.

But today’s all about building the most important part of your landing page - the above-the-fold.

Not all influencer marketing campaigns are the same.

There are four categories influencers fall into:

• Organic
• Celebrities
• Micro
• Macro

And with each category comes different bottlenecks.

But most brands deal with these pain points:

• How to find and engage with influencers
• How to manage them
• Understanding which influencers to work with

So, we’re going to help you navigate those waters.

Impact.com put together the all-you-need-to-know guide on how to work with each type of influencer and manage them.

You can get it for free here.

We have a saying around here:

Your above-the-fold should earn the scroll.

Get it wrong, and you can wave goodbye to your hard-earned traffic.

These are my top 5 above-fold must-haves to get those thumbs scrolling and maximize conversions.

Here's a fact: You have less than 4 seconds to make an impression on your customer or lose them.

And ads are expensive, so you can't waste time.

You gotta communicate FAST.

Exercise: Take a look at this example and tell me what they sell.

Was your answer a backpack for dogs? Probably not. It's a beautiful page - but they forget to mention or show any dogs above the fold.

Rule number one for persuasive writing: clarity is KING in copywriting.

So here's what to do:

Open with your offer.

Then show why they should care with the hook.

Here are examples:

That's how you get to the value you provide.

That’s how you cement the value you create.

The single goal of your headline is to get readers to sit up and think, "Yes! That's a solution to my problem!".

(Psst, we wrote an article on how to write a great headline here)

Great, you got their attention. Now, time to wrap it in some context.

It starts with attention.

And needs to get supported by context.

Here you explain how the value created in your headline comes to life.

You've defined your hook - now tell me how you achieve it.

An easy way to think about this is to explain the unique mechanism that drives the big benefit you lead with.

Think of your heading and subheading as a 1-2 punch that delivers an elevator pitch with the goal of hooking a new customer after earning their attention.

So far, we've made a big fat claim and explained how we do it.

But every healthy individual is a little skeptical.

Now, some people will tell you this next part is optional. But as someone who runs A/B tests daily, I can tell you that you're leaving tens of thousands of dollars on the table without it.

Unless you're already a household name, we need to provide receipts.

A great way to do it is to leverage brand logos from established household names that already trust you.

And if you can't do that, positive reviews are another way to build trust with new users.

If you don’t have reviews, then mention the customers you do have.

Here's where people want to see your product in action.

I've run many AB tests on eCommerce stores and found time and time again that great product shots beat beautiful but generic lifestyle images.

At the risk of sounding like a broken record, clarity is king.

Also great: showing someone using your product. Just remember that the product should always be front and center.

Your call to action will get users to take the desired action in as few steps as possible.

Also important: Your call to action should be the loudest element on the screen. Pick a big bright color to grab their attention. And add a drop shadow for extra oomph.

Some button tips:

1. Use the space to handle common objections

2. Reference the value from your headline in the copy

3. Reduce the number of clicks, and put email capture on the same screen.

Tell me if this has happened to you.

You're at your desk and realize you haven't drank water all day.

So you get up, walk through the hallway and into the kitchen, and pour yourself a glass of... wait, why are you in the kitchen again?

It's called 'The Doorway effect'.

It's a known psychological event where a person's memory declines when passing through a doorway or moving from one location to another.

And the same thing happens in virtual locations.

Like when you move from a Facebook ad to a website.

That's why it's so important to match your landing page content to the content of the above fold on your landing page.

Here're the concepts above in action in two very similar products but two very different above-fold sections:

TL;DR

Your above-the-fold checklist:

• A headline that explains what you do
• A subheadline that says how you do it
• Social proof that makes me believe you
• Imagery that shows the thing in action
• A big bright button that explains where we're going next
• BONUS: match it all with the ad

There you have it. Grab your Figma files and start designing an above-fold section worthy of your customer's attention.

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Again, if you could reply "yes" to this email, it would help a ton!

- Alex & Chi